In today’s public relations climate, great PR firms help you get in the news. So, why is good media relations imperative? The reason is quite simple: because good media relations gets you in the news and getting in the news means that potential buyers are aware of your product or service. The key to making this idea come to fruition is to take every precaution to get journalists to want what you have to offer. And how exactly do you do that?
1. Write your press releases in polished AP Style & get in the news!
It is absolutely essential that press releases are written in the way in which journalists are accustomed to receiving them. It’s like using a bank that only does cash transactions using pennies. Are you going to be with that bank for long? Probably not. The same applies to journalists. If there is anything standing in between what you want them to know and the ease in which they receive that information, your press release is as good as canned.
2. Succinctly state the facts and tell them why they need the info. & get in the news.
“Hi, I am an employee at ABC PR Firm and I have this great story that you will want to hear.” You just told this journalist what they have likely heard umpteen hundred times this week. What should really be said is who you are, what tie you have to this awesome news, and why they will be missing out on if they pass up this opportunity. If you can’t get them to feel how awesome your cause is, there is no point in even picking up the phone.
3. Know what you’re going to say and don’t give an easy out & get in the news.
When contacting a journalist, you are contacting someone that has things to do and deadlines to meet. Every second of their time is extremely valuable and must be treated as such. That being said, you must know what you are going to say and how you are going to counter any potential rejections. Know your product. When pitching the story, be as persistent as possible without being overbearing. You are the advocate for the good/service/etc. that you represent. Ending the phone call easily damages your credibility as an advocate and essentially tells the journalist, “You’re right. What I am offering really isn’t that great.”
4. Treat editors with respect & get in the news.
Many times when no is the absolute answer from a journalist (or anyone, really), it is easy to immediately take offense and say something unprofessional. This can be the kiss of death for you and the entity you represent. Instead of closing the conversation with a snarky tone or remark, instead be gracious and thank them for their time. Ask for their opinion on critiques. Have them know that you value their opinion. They will likely remember this in future professional encounters and have a favorable memory of you rather than a sour taste left from a previous unsavory experience.
5. Be transparent…oh & get in the news.
Transparency is perhaps the most important part of media relations and pitching. As public relations professionals, we are already plagued with negative misconceptions regarding honesty. For this reason, we must be perfectly honest with journalists regarding our product. Deviating from this standard could mean the end of a client, and likely, the end of your PR career.
While media relations is one facet of public relations that will likely never be a flawless art, these steps are things that can be done to put you on your A game and have you marching with confidence towards public awareness.PilmerPR is a “get in the news” marketing and public relations firm based in Orem, Utah. Our capabilities include marketing and public relations including media relations, SEO, spokesperson training, social media management, and much more. Our clients range from small start-ups to mid-sized companies. Click Here for more information on how we can help you. Share